언택트 시대 소비자의 기술수용이 신뢰와 브랜드 평판에 미치는 영향에 대한 연구- 국내 온라인 쇼핑몰 3사 모바일 브랜드 경험을 중심으로

초록

Business centered on untact in all fields has become a key issue from 2020. As of 2022, many companies are offering marketing and services, centering on Untact. According to the announcement by the National Statistical Office, in the first half of 2021 alone, the transaction amount increased by more than 25% compared to the previous year. This is the highest growth rate on record in 11 years. From the past, service companies have embraced changes as opportunities when competition between companies intensifies or when new technologies and environments emerge. In particular, it has shown a tendency to take a differentiation strategy. Through this study, it is empirically analyzed how the untact service experience provided by the online shopping mall affects consumers' trust in the brand and the brand's reputation. As a result of the study, the brand mobile experience had a positive effect on the technology acceptance factor. In addition, the factor of technology acceptance had a positive effect on trust and brand reputation. The trust factor also had a positive effect on brand reputation. Based on the results of these studies, the technology of the untact era suggests basic things to consumers. In addition, it provides a suggestion that not only a technological approach but also a convergence consumer approach is needed.

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